FASHION FORECASTING

5th Edition

Lorynn Divita

Book Cover

PAPERBACK + STUDIO

ISBN:
9781501338984
Published:
SEP 19, 2019
Other Formats ISBN
eBook + Studio 9781501338977
eBook 9781501338632
Companion Study Tools ISBN
Studio 9781501338953

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The Book

"It’s a great, strong read. Lots of information if you don't have background knowledge of this topic." Carmen Carter, El Centro College, USA

"The text is a thorough view of fashion forecasting that helps students understand this segment of the industry as well as identify the steps and skills required to pursue a career as a fashion forecaster." Amy Harden, Ball State University, USA

Learn how to anticipate emerging trends and how to prepare and present your own fashion forecast.

Three new chapters on fashion eras, world cultures, and subcultures show you influences on fashion innovation yesterday and today, so that you can spot those of tomorrow. New Influencer profiles focus on trend creators, rather than trend popularizers, to show you how to find key people from many creative fields who shape popular fashion. A new appendix covers how to create a fashion forecast and a streamlined chapter organization is concise without sacrificing depth. Includes 125 color illustrations.



Table of Contents

Preface

Part 1: Forecasting Frameworks
1. Introduction to Forecasting
Objectives
Trend Forecasters—Who, What, Where, When, Why, and How
Defining Fashion
Forecasting Defined
Trend Analysis and Synthesis
Innovator Profile: Marina Abramovic
Trend Map
Forecasting Specialties
Understanding the Zeitgeist
You Be the Forecaster: Staying One Step Ahead of Change
Nystrom’s Framework for Observing the Zeitgeist
Fashion Directions
Forecasting as a Career
Trend Reporting
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

2. Innovation and Novelty
Objectives
Fashion Trends
Evolution of a Trend
Trend Dynamics: Label, Coattail, and Flow
Diffusion of Innovation
Innovator Profile: Peter Saville
Characteristics of an Innovation
The Consumer Adoption Process
Fashion Change Agents
Modeling the Diffusion Process
You Be the Forecaster: Influencing the Adoption Process
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

3. Fashion Forecasting Theories
Objectives
Fashion Movement
The Direction of Fashion Change
Trickle-Down Theory
Trickle-Across Theory
Trickle-Up Theory
Innovator Profile: Talitha Getty
Conspicuous Consumption
Conspicuous Waste
Conspicuous Outrage
Reverse Ostentation
Collective Selection
You Be the Forecaster: The Movement of Fashion
Directional Theories of Fashion Change in Tandem
The Pendulum of Fashion
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

4. Modern Forecasting Methods
Objectives
Forecasting in the Textile and Apparel Industries
Trendspotting and Megatrends
Innovator Profile: Narendra Modi
The Process of Long-Term Forecasting
Henrik Vejlgaard: Style Eruptions
Jonah Berger: Contagious
William Higham: The Next Big Thing
Forecasting Reports
Long-Term Forecasting
You Be the Forecaster: The Future of Innovation
Research Strategy 1: Media Scan
Research Strategy 2: Interviewing
Research Strategy 3: Observation
Looking into the Future: Scenario Writing
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

Part 2: Forecasting Influences
5. Fashion Eras
Defining Fashion Eras
Trend Multiplication
The First Era of Modern Fashion
The Second Era of Modern Fashion
The Third Era of Modern Fashion
Innovator Profile: Josephine Baker
Long-Wave Phenomenon and Fashion Cycles
Recycling Fashion Ideas
Retro and Vintage Fashion
Wave Dynamics
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

6. World Cultures
The Fashion Map
Europe
France
Italy
UK
Belgium
Sweden
North America
United States
Canada
Mexico
Innovator Profile: Brigitte Bardot
Asia
China
Japan
Korea
India
South America
Australia
Africa
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

7. Subcultures
History of subcultures
Street Fashion
Innovator Profile: Viv Albertine
Style Tribes
Punk
Rockabilly
Hip Hop
Preppy
Cholo
Mods
Lolitas
Steampunk
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

8. Popular Culture
Objectives
Keith Haring – Artist and Style Icon
Culture Influencing Culture
Why Culture Matters
Good Taste, Coolness and Subjectivity – Challenges for Fashion
Innovator Profile: Fritz Lang’s Metropolis
Sources of Culture
Types of Popular Culture
You Be The Forecaster: Top of the Pop Culture
Culture and Forecasting
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

Part 3: Forecasting in Action
9. Color and Textiles
Objectives
Color Cycles
Long-Wave Cycles
Color Cycles and Cultural Shifts
Forecasting with Color Cycles
Innovator Profile: Armi Ratia
Professional Color Forecasters
Consumers and Color
Color Symbols
Formation of Color Preferences
Color Research
Color Relationships across Product Categories
The Process of Color Forecasting
Sources for Color Ideas and Palettes
Color Names
Techniques of Trend Analysis and Synthesis
You Be the Forecaster: A Colorful Season
Color Forecasting Throughout the Design Process
In-House Forecasting
Innovation in Textiles
The Textile Forecasting Industry
Trade Organizations and Fabric Councils
Print Shows
Fabric Fairs and Trade Shows
Presentations
Fabric Libraries
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

10. Inspiration, Theme and Mood
Objectives
Modernism
Post-modernism
Avant Garde
Innovator Profile: Hussein Chalayan
Core Concepts
Different Designers with the Same Design Concept
You Be the Forecaster: From the Runway to Main Street
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

11. Consumer Research
Objectives
Business Begins and Ends with the Consumer
The Voice of the Consumer
Profile: Supreme
Qualitative Research
Quantitative Research
Demographics
Consumer Segmentation
Generational Cohorts
Psychographics
You Be The Forecaster: Extending the Line
Customization and Personalization
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

12. Sales Forecasting and Competitive Analysis
Objectives
Sales Forecasting in Context
The Product Life Cycle
The Business Cycle
Sales Forecasting Concepts
Profile: Brian Tully, Operations Manager, Lanier Clothes, A Division of Oxford Industries, Inc.
Sales Forecasting Methods
Time-Series Techniques
External Data
Internal Data
Defining Competitive Advantage
Fashion Brands and Competitive Advantage
Methods of Data Analysis
From Competitive Analysis to Competitive Advantage
Chapter Summary
Key Terms and Concepts
Discussion Questions
Forecasting Activities
Resource Pointers

Appendix: Creating a Forecast
Steps in Developing a Forecast
Presentation Techniques
Trend Boards
Speaking about Fashion
Avoiding Forecasting Traps

Glossary
Bibliography
Index



About The Authors

Lorynn R. Divita is an associate professor of Family and Consumer Sciences at Baylor University, USA. She is a 2013–2014 recipient of the Baylor Fellows award for innovative teaching.

Format:
Paperback + Studio
Edition:
5th
Imprint:
Fairchild Books
Illustrations:
125 color illus

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